"On December 3, one day before my 44th birthday, I will embark on a 22 Days challenge to go completely vegan, or as I prefer to call it, plant-based!" the music mogul wrote on his Life + Times website. "This all began a few months back when a good friend and vegan challenged me to embrace a 'plant-based breakfast' every day. It was surprisingly easier on me than I thought."

He cited the numerical serendipity of his eating quest and noted he was supported on his journey by a vegan pal, Marc Borges, founder of the 22 Days nutrition program, which touts "optimum wellness through conscious nutrition."

Borges wrote on his company's website that he was "honored to be a partner" in their journey.

"There's something spiritual to me about it being my 44th birthday and the serendipity behind the number of days in this challenge; 22 (2+2=4) coupled with the fact that the challenge ends on Christmas day," the rap star and musical impresario wrote.

"Psychologists have said it takes 21 days to make or break a habit. On the 22nd day, you've found the way," he wrote optimistically, noting that his famously fit wife is all in. "PS: B is also joining me."

So, what's on the menu? Day 1 of the diet includes the following: a breakfast of vanilla chia pudding with 1 cup fresh berries; crunchy red cabbage and green apple sesame slaw with 1 cup steamed, cubed sweet potato for lunch; the afternoon snack is 1/4 cup hemp hummus with fresh vegetables and dinner is black bean and quinoa salad with cumin dressing. For dessert, Jay Z and Beyoncé can have dark chocolate.